The impact of public relations on the pharmaceutical industry

What is it about?

This study investigated the impact of public relations on the pharmaceutical industry by analysing Living Like You campaign by Novartis. In addition, interviews with public relations professionals working in healthcare have been conducted to investigate how they understand public relations and how public relations can be utilised for further improvement of the healthcare practice. The results show that Living Like You was a successful public relations campaign and that there is a need for more use of public relations in healthcare, and pharmaceutical industry in general.

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Why is it important?

It gives information on how PR can be beneficial for pharmaceutical industry, and analyses one successful example.